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Course Description

To make services marketing work, you need to have a clear picture of the business environment and understand how your target customers behave. Knowing your market and assessing consumer demand can help inform and guide your marketing strategies. In this course, you will explore the role that micro and macro forces  play when conducting a situation analysis. You'll also take a deep dive into what drives consumer behavior.

Faculty Author

Robert Kwortnik

Benefits to the Learner

  • Perform a situation analysis of micro forces
  • Perform a situation analysis of macro forces
  • Analyze consumer behavior

Target Audience

  • Services marketing and operations professionals 
  • Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
  • Services marketing managers and professionals who interact with customers and market data
  • Product marketing professionals transitioning into a marketing role in service-centric firms

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
May 15, 2024 to May 28, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 26, 2024 to Jul 09, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Aug 07, 2024 to Aug 20, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 18, 2024 to Oct 01, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 30, 2024 to Nov 12, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 11, 2024 to Dec 24, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $74.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing and the Hospitality Symposium! These events feature a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing and hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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